i) Some facts:

1) VCTV signal coverage areas in Hanoi

Qu n Ba nh: C ng V , Ng c Khnh. Qu n C u Gi y: Yn Ha-Hoa B ng, Ngh a Tn, Cha H, Hong Qu c Vi t, Phng Ch Kin, Tr n Duy H ng, Trung Knh, Xun Th y, Trung Ha Nhn Chnh, S ph m 1, Yn Ha, Nam Trung Yn Qu n ng a: Lng H , B c Nam Thnh Cng, Ni Trc, Lng Th ng, Phng Khoang, Trung V n, 88 Lng H , Vincom, Mobifone), Hong Mai ng Tu, Thn B n, Thn H u D ng. Qu n H ng: Yn Ngh a, La Kh, a S , H C u, Ph L ng, TTPT Doanh tr i BCA, La Kh Qu n Hai B Tr ng: Ph ng Thanh Nhn. Qu n Hon Ki m: t Hng Bng, Hng Gai v pha i C Vi t, 1/2 L Thi T , Hng Vi, 183 L Th ng Ki t. Qu n Hong Mai: Lng Thy L nh, Ph ng Tn Mai. Qu n Long Bin: L M t, Vi t H ng, Si ng, T nh, Th ch Bn, Xun H , Nguy n V n C , Ng c Lm, Nguy n Kh m, Php Vn, V n i n, ng Anh, Gia lm, Thanh Tr Qu n Ty H : G9 Xun La, Thn B n, Thn H u D ng Qu n Thanh Xun: Kim Giang. Th x S n Ty. Huy n Ch ng M : Chc S n. Huy n an Ph ng Huy n ng Anh: Thn B n, Thn H u D ng (x Kim Chung). Huy n Gia Lm. Huy n Hoi c: o Nguyn, An Th ng-An H . Huy n M Linh. Huy n Qu c Oai: ng H ng, Th ch Thn. Huy n Sc S n. Huy n Th ch Th t. Huy n Thanh Tr: T Thanh Oai, H u Ha, khu v c c u B u, Ng c H i, Hu nh Cung, V nh Qu nh, Quy Ho ch R ng, thn T K , T u Li t, Lin Ninh, ng M , Yn X. Huy n Th ng Tn: H H i, Bnh V ng, Th tr n, Ha Bnh-Th y ng, V n Bnh-V n Gip, Lin Ph ng, Nh Kh, V n i m. Huy n T Lim: Nhn M , Ph M , Ph , The manor, C u Di n, Ph Di n, Vn Canh, Xun Ph ng,M nh, M Tr, Vn Tr, Minh Khai, V n Trai, Xm V n-Thanh

Li t, T p th S n i Bng Thanh Li t, Ng 8 C u B u, t Thanh Oai, H n h p M nh Sng 9, Ph M - M nh, C u Di n, M Tr H , Ng c Tr c, Trung V n. Ph & Khu: Bi X ng Tr ch, Kh ng nh, Kh ng Trung, H Tng M u, Mai D ch, D ch V ng, Thanh Xun Nam, 71 Nguy n Ch Thanh. B c Nam Th ng Long. A BN HO NG

2) SCTV vs. HTVC

SCTV Owner VTV and Saigon Tourist HTVC A unit of HCMC Television H Ch Minh City People's Committee.

Establishment date

1992

01/07/1993

Quantity of subscribers

1,282,921: 768,467 in HCMC, 514,454 in Hanoi and other places

Approximate 400,000

Most favorite channels

SCTV 1, 7, 9, 14

HTV7, HTV9

Contact (for ads)

Ms.Lan: 08-38 201 910 Lanttk@sctv.com.vn

Mr.Ch: 08 22141486 Mr.To i: 0903188190

*Will attach the advertising price list if it s necessary.

People say: every 10 TV cable subscribers, SCTV s = 08 and HTVC s = 02. According to SCJ s report, SCTV = 88% and HTVC = 12% (or SCTV = 82% and HTVC = 18%).

ii) Problems:
Considering the products have no problem it selves, in my personal opinion, here are the issues: 1. HTVC coverage isn t wide leads to a small amount of viewers. 2. HTVC signal is weak leads to the TVC quality is bad. 3. The main color (red and white) makes the viewers eyes tiring if they watch the TVC for too long. It s even worse as the problem 02 still exists.

iii) Solutions to the problems:

1. Problem 1:  Broadcast on SCTV. If it s too expensive or SCTV wants to protect SCJ, then just broadcast some short TVC (15 or 30 ) on SCTV + HTVC in golden time to give viewers our basic information: our business/campaign, channel, website, toll free number  Put ads on: popular paper newspaper (Tuoi Tre), e-newspaper (vnexpress ); public transportation like: buses, taxies or a billboard on the way to the airport  Use search tool: Google, Bing 2. Problem 2: - Reason for bad image quality is: HTVC s Antennas have been used for more than 40 years so HTVC is rebuilding its broadcasting system + new antennas. Therefore; it takes a little more time to improve its quality. We need to continuously keep contact with HTVC to take care of this problem. 3. Problem 3: - If red and white are our symbols and we cannot reduce the amount of using them, at least we need to stop using some symbols, like: !! (2 exclamations go together), - OK!! . Because such language is only for chatting and absolutely gives us an unprofessional home shopping image. Besides, in order to increase the consumers, we can: y Run a good campaign: gift, promotion, accumulation

y y y y y

Watch our channel live on www.lottedatviet.vn; upload TVCs on our website. Create a modern website, for example: 360 degree view of product Print catalogue as soon as we can: attach free samples (as gift) for consumers. Hire handsome, beautiful and good show hosts. Ask some consumers to join our TVC at the studio to gain trust

iv) Appendix:
District and town-level administrative units of Hanoi

Map of Hanoi in 2008

Name

Area

Population

District (Huy n) Ba V 428,00 232,90 76,80 182,30 114,00 94,30 141,64 226,14 170,80 117,00 129,54 306,09 128,19 141,80 63,27 127,70 75,32 182,70 250.000 271.761 132.000 276.750 205.275 190.612 187.255 170.200 186.452 155.000 147.311 254.000 147.792 204.729 158.413 200.598 240.000 192.216

District Ba nh C u Gi y ng a H ng Hai B Tr ng Hon Ki m Hong Mai Long Bin Ty H Thanh Xun 9,25 12,04 10,09 33,30 14,65 5,29 41,04 60,38 24,00 9,13 225.282 147.000 352.000 135.000 350.000 178.000 214.759 170.000 109.163 173.000

Ch

ng M ng

an Ph

ng Anh Gia Lm Hoi c

M Linh M c

Ph Xuyn Phc Th Qu c Oai Sc S n Th ch Th t

Town S n Ty 113,47 110.827

Thanh Oai Thanh Tr Th ng Tn

T Lim ng Ha

1 Group of HTVCs channels. No., Channel 1 2 3 4 5 6 7 8 9 HTVC-THU N VI T HTVC-PHIM HTVC-CA NH C HTVC-DU L CH HTVC-GIA NH HTVC-PH N HTVC-THU N VI T HD HTVC+ HTVC - MUA S M, TIU DNG Content Entertainment Film Music Travel, Culture, History Entertainment Entertainment for women Entertainment Collection Product introduction and consulting Sport Finance, Economy Logo

10 HTVC-TH THAO 11 HTVC-FBNC

2 Group of Vietnamese channels (HTVC) STT Knh 1 HTV1 2 HTV2 3 HTV3 4 HTV4 5 HTV7 6 HTV9 N i dung News Entertainment Children Science - Education Collection Collection Logo

7 HTV-Coop 8 VTV1 9 VTV2 10 VTV3 11 VTV6 12 VTV9 13 VTC3 14 VTC4 15 VTC6 16 VTC7 17 TRT 18 VTC9 19 VTC10 20 VTC14 21 VIETNAMNET 22 VLTV1 23 BPTV 24 H N I 25 THP

Shopping Collection Collection Entertainment, Economy news Collection Collection Sport Fashion Joining Economy Entertainment Collection Entertainment Foreign Collection Vietnamnet newspaper Collection Collection Collection Collection

26 LATV 27 DN1 28 BTV1 29 BTV2 30 BTV3 31 BTV5 32 AN GIANG 33 TH T 34 BTV 35 AN NINH TV 36 TTXVN 37 THBT 38 THHG 39 THTG 40 HaCTV 41 VCTV7 42 VCTV14

Collection Collection Collection Science, Education News, Economy Sport Collection Collection Collection People security TV News Collection Collection Collection Financial news and Consumer consulting Movie world Consumer handbook